Identity - Power Flashcards
(16 cards)
Instrumental power definition
The power used by individuals to establish or maintain power, usually due to authority or law. This could be a boss with a employer or be a teacher in a classroom
Influential power
-power used to influence or persuade others. An example could be an advertisement.
Fairdoughs theory
Advertisements are based of ideologies: proposed the relationship built between text producer and receiver by constructing a product image, they associate the same ideologies with the same product and so this helps to position receiver as potential consumer
What about discourse and power
Explains most spoken encounters and when we’re reading an advertisement there will be a difference in power and as a result difference in language used
Members resource definition
Tapping into the ideas people have in their heads about a company values
Synthetic personalisation definition
The constructed relationship between company + consumer through the use of specific lexical choices. E.g. the use of second person pronoun “you” also include use of epistemic modality
Who proposed a theory about four different types of power?
Wareing (1999)
What did wareing say the 4 different types of power were?
-political power
-legal power
-personal power
-social groups power
Political power definition? Example?
Power held by people or groups conferred on them by law. E.g. politicians, police, legal work, etc…)
Legal work definition? Example?
Sometimes referred to as a specific subdivision of political power
Personal power definition? Example?
Power that is held because of an individuals occupation or role. E.g. teachers, employers etc.
Social group power definition? Example?
The power someone has because of the social group they belong to, often owing to social class, gender, ethnicity, age etc. So, (rather unfairly) white, upper, middle class, middle aged men may be seen as more powerful than say non-white, female, working class young people
What are the features of instrumental language? Definitions?
-formal register
-imperative sentences- giving requests,demands etc
-mitigation- language to reduce seriousness of what’s being said
-conditional sentences- e.g. “if you don’t respond, soon further action will be taken.”
-declarative statements
-Latinate words- words derived from or imitating Latin
What are the features of influential power? Definitions?
-assertions- presenting opinions as facts. E.g. “ we all know England is the greatest country in the world”
-metaphors
-loaded language- (basically emotive) evoke strong feeling and/or exploit feelings
-embedded assumptions- e.g. assuming the listener is really interested in what the speaker has to say
Define power behind the discourse?
The producers of the text hold an external power and this affects their lexical choices
Define power within the discourse
Lexis, grammatical features of a person/company chooses to use to show their power.
